Unlock the Power of Context-Based Ad Targeting
March. 17, 2024 | By Stephen Jepson - DISQO
In advertising’s ever-evolving landscape, the quest for accuracy in measuring ad effectiveness has become increasingly intricate.
Advertisers must ensure that their messages resonate with the right audience – at the right time, but this is getting harder and harder to do when online identifiers like third-party cookies and mobile IDs are going away.
The euphemism, “everything old is new again” is true. Lacking viable information about the actual person at the other end of an ad call in digital advertising, media platforms and brands are now turning back to context-based targeting. This is a strategy that leverages the surrounding content to deliver ads tailored to a person’s perceived interests based on what they’re viewing.